Analysis of the hop beverages market trends, and its impact on a marketing strategy of the company Pilsner Urquell.

The thesis focuses on the company Pilsner Urquell itself, its marketing strategy and also on the czech hop beverage market. Main goal of the thesis is to establish, whether the marketing strategy of Pilsner Urquell is suitable for the situation in the Czech hop beverage market regarding current trends. Partial objectives are analysis of brand portfolio of Pilsner Urquell and analysis of awareness of the Czech hop beverage market. Methods used to achieve the goal of the thesis were analysis itself, reasoning and quantitative research, conducted through a questionnaire survey. It was assessed that the marketing strategy of the company is very successful and adaptable to trends, however there was discovered a possibility of improving this strategy